Pharmaceutical selling skills

*PharmaceuticalSelling

skills

*Agenda Aim

What Is Selling? Philosophy of Selling

The 7 basic selling steps

Objectives of Greeting and Opening

Asking Questions The Funnel Technique

DAPA Method of Selling Significance of DAPA

Presenting the benefits of the Product

Handling Objections

Selling the Price

Closing A Sale

*AIM

To Create an Outstanding Success for Your Brands

Understand in depth, the role of Sales Team

Develop a Framework for an Effective Sales Approach

*What Is Selling ?

To satisfy a Need / Want with your product for Mutual Benefits.

To Identify / Generate / Influence a Need / Want.

*Philosophy Of Selling

selling = motivating doctor’s commitment

Medical Rep DOCTOR

All good reasons why a doctor

should prescribe your product

All the things that a doctor has to

give up

BY ASKING

*The 7 Basic Selling Steps

1. Pre call planning 2. Opening 3.

Questioning

4. Presentatio

n

5. Handling objections6. Closing

7. Post call analysis


Projecting the right company

image

Targeting

Call preparation

Utilize waiting time

• Identifying the right doctors1. Pre call

planning

• Posture, Facial Expressions, Dressing & Grooming

• Observe different things• No. of patients, sex, age,

economic status• Patients information charts,

competitors promotional material, give aways, dr’s interests, prescribing habits

• Review last call• Objective selling: S.M.A.R.T

= Specific, Measurable, Achievable, Realistic, Time bound

• Plan the call: objectives, promotional materials, sequence of detailing


Types of opening:

Opening is the skill of capturing the doctor’s attention and focusing the sales call.

Steps of opening:

• Greeting• Rapport building• Purpose of call• Initiating business discussion

• Need/Benefit opening:• Identify a known or presumed

need• Offer a product feature & benefit

to satisfy that need.• Opening as a question• Stimulating opening

2. Opening


Closed Questioning:

• Questioning is used for the purpose of gaining information to use in the sales call.

• Start with open questions and then move to close questions.

• Invites an extended doctor response

• Start with What, When, Why, Where, Who & How

• Invites a “Yes” or “No” reply from the doctor

• Start with Do, Will, Is, Should

Choice Questioning:

• Give doctor two or more positive options in order to rule out a negative “No” response.

3. Questioning

Open Questioning:


Tag On Questioning:

• Questioning is used for the purpose of gaining information to use in the sales call.

• Start with open questions and then move to close questions.

Benefit Tag Questioning:

• Benefit is presented in the form of a statement supported by a Feature and followed by a Closed Question

• Tag on questions are used when doctor makes a positive statement which you want to reinforce.

3. Questioning


Presentation is zeroing on the doctor’s identified Needs/Wants with appropriate Product

Features and Benefits.

During Presentation:

• Sit up straight in front of the doctor• Look confident and speak with

enthusiasm.• Hold the Detail Aid in front and use a

pen to focus doctors attention• Don’t look at the Detail Aid, look at

the doctor. Observe his/her actions.• If interrupted, do a brief recap before

continuing• Don’t be distracted by surroundings

4. Presentation


Skepticism:

• Can be question, comment or query.• Shows interest of the doctor in your product.

Misunderstanding:

• An incorrect negative perception because of misinformation.

• To handle this provide the right information.

• A doctor’s doubt that your product can actually deliver the stated benefit.

• Offer proof (clinical studies, references)

Real Objection:

• A real short coming or disadvantage of your product.

• To handle real objection, minimize the impact by focusing on the advantages.

5. Handling objections


Hidden Objection:

Indifference:

• Doctor is not interested in your product because doctor is satisfied with competitor’s product or doctor has never used that type of product.

• Identify a need that can not be satisfied by the doctor’s preferred product.

• Doctor does not openly raise an objection because the doctor is disinterested.

• How to handle: Ask doctor if they have concerns.

• Can be question or query.• Shows interest of the doctor in your product.

5. Handling objections


Real success of a sales call depends on the use of effective closing.

AfterPresentation:

• Review all the benefits accepted by the doctor

• Ask for business (trial use, continued use, expanded use)

• Wait for a response.

6. Closing


Post call analysis is the process of evaluating and recording the outcome of the call, in order

to plan for future calls.

Afterleaving the chamber:

• Evaluate the Call• Record Call Information• Set Objectives for next meeting with

the doctor.

7. Post call analysis

*The difference between try

and triumph is just a little

umph!

Famous Quote

*Objectives Of Greeting &

Openingpositive atmosphere

Exchangeof names

start a gentle conversation

simply connect

*Asking Questions

Questions are used to PROBE information from doctors

Questions starting withWHATWHEREWHYHOWWHOWHICH

are very useful

*Funnel Techniquea powerful tool to Encourage the Flow of Conversation

1) motivate the doctor to talk.

2) open with neutral questions to get unbiased information.

3) ask lead questions to explore more deeply.

4) ask closed questions to pinpoint precise requirement.

5) summarize to gain doctor’s acceptance of requirements.

1

2

3

4

5

*The best and fastest way to

learn is to watch and imitate

a champion

Famous Quote

*DAPA Method Of Selling

D

A

P

A

efine the doctor’s requirement for your product.

cceptance by the doctor of the requirements.

rove that your product can fulfil the doctor’s requirement.

cceptance of the proof by the doctor.

*Significance of DAPA

efine the doctor's requirement for your product

cceptance by the doctor of the requirements

rove that your product can fulfil the doctor’s requirement

cceptance of the proof by the doctor

Medical rep: asks open active questions

Doctor : LISTENS and ANSWERS accordingly

Doctor : ANSWERS and gives acceptance

Medical rep : does active listening and makes notes

Medical rep : offers the product (or service)

Doctor : does active listening and if things are not clear, asks questions

Medical rep : does relevant answering

Doctor : accepts the product as his/her need

D

A

P

A

*Presenting the Benefits

NEED

FEATURE/OFFERING

BENEFIT

what the doctor wants?

what do we offer?

what the doctor gains?

*The important thing about a

problem is not the

SOLUTION, but the strength

we gain in finding the

SOLUTION

Famous Quote

*Handling Objections

When D to A from DAPA is not done

Objection – An Obstacle Or An Opportunity

It’s a doctor tactic to get a discount

The doctor is confused due to hidden cost or competition

A habit of asking questions

A strategy to postpone decision making

When Do Objections come?

*Handling Objections Objection – An Obstacle Or An Opportunity

How do we tend to feel?

Dejected

Angry

Challenging

Frustrated

Defensive

*Handling Objections Objection – An Obstacle Or An Opportunity

How Should We React?

Pause

Stay calm.

Don’t get aggressive.

Don’t get defensive

Do not disturb the customer. Let him/her speak first.

*Kinds Of Objections

Unspoken Objection

Objection that we hear and can answer

Objection that we hear and cannot answer

&

&

*Handling the unspoken objection

Doctor frowns

Doctor smiles (sarcastic)

Doctor looks elsewhere

*Handling the unspoken objectionWhat do you do when such an Objection Comes?

PAUSE and then convert it into a SPOKEN OBJECTION by asking:

You are thinking something Sir?

Anything particular Sir?

*Handling the objections we hear and

can answer When you hear an Objection:

Pause

probe gently

Please, tell me more. Apart from this, is there anything else that is of concern

to you? If I can take care of this to your satisfaction, could we

proceed forward (would you consider our product)?


can answer When you hear an Objection:

probe gently

Give your best possible solution?

Are you satisfied with my answer?

&


cannot answer

Product features that meet the doctor’s needs

Features we offer but doctor does not need

Find Out:

Why the doctor may not need it?

How long will the doctor not need it?

Will the doctor ever need it in future?

Features the doctor wants, but we do not have

Find Out:

Why does the doctor want it?

How important is it? 1) Essential 2) Desirable 3) Useful

Can we explore an alternative?

&

*Self respect is a question

of recognizing that

anything worth having has

a PRICE

Famous Quote

*Selling The Price Effectively

Psychological aspects of price:

Price is the only weapon that the doctor has.

Make sure YOU believe in your own pricing.

Make the doctor feel that you are there to help and not to fight.


the right stage to present the price:

NOT UNTIL the doctor has REALISED the BENEFITS of your product

What does a customer pay for?QUALITY

BENEFITS

CONSISTENCY

RELIABILITY

REPUTATION

BRAND NAME

SERVICE

YOU

*Selling The Price Effectivelyhow to postpone revealing price:

If the doctor says, “ It must be Expensive” -- Initially Ignore it

If the doctor asks a little later, “How Much” – Tackle him/her in the following manner:

1) I am coming to that Sir ask an Open Neutral Question

2) It depends on your requirement Sir ask an Open Neutral Question

3) I am sure the Price is not your only consideration Sir

4) It depends on your order size

5) I will leave you with a full Price list Sir

6) First let me tell you the benefits that you are getting

if pressed a lot, tell the price using the SANDWICH METHOD and continue


SANDWICH METHOD


SANDWICH METHOD

STEP I: present the BENEFITS of your product

STEP II: put the price in front of the doctor

STEP III: JUST CONTINUE with explaining him/her the features that he/she will derive out of this price


Handling Price Objection

STEP I: doctor objects

STEP II: Medical rep : what are you comparing with, sir?Doctor : competition, perception, budget, past experience

STEP III: Medical rep : how much is the difference we are talking, sir?Doctor : 20% (the faster he says this, ITS FALSE)

STEP IV: express the difference

STEP V: demonstrate the benefits passable when compared to the difference

*To Finish First, you need

to First Finish

Famous Quote

*Closing The Sale

What prevents a medical rep from closing EFFECTIVELY?

FEAR

DOUBT

UNCERTAINTY

*Closing The Sale

Why a medical rep may not close well?

Too Early

Too Late

Too Meek

Too Aggressive

Doctor’s objections not resolved completely

Sales process not followed

*Closing The Sale

When to close?

• The DOCTOR has understood your product completely

• The DOCTOR has developed trust in your company

• The DOCTOR has a desire for the benefits for his/her patients

*ChecklistSteps to be followed?

STEP I: Greet the doctor further ask for his well being.

STEP II: Give a small 15 seconds introduction on company image.

STEP III: Listen to the doctor and use the FUNNEL TECHNIQUE to get the flow of conversation.

STEP IV: Once you have understood the requirement, use the DAPA Method of Selling so as to confirm there is no GAP between the need and the offering.

*ChecklistSteps to be followed?

STEP V: In case the doctor has a doubt/objection, then concentrate and resolve that before moving ahead.

STEP VI: In case the doctor asks about the PRICE. Tell him/her that you would give him/her the best price comparing others. (Use the price postponement techniques).

STEP VII: In case the question still arises on PRICE, use the SANDWICH METHOD to answer it.

STEP VIII: Pleasantly Close the sale and confirm the prescriptions.

thank you

Business

Pharmaceutical selling skills